Learning Google Analytics

Chapter 8. Use Case: Audience Segmentation

This use case follows the same format as the Predictive Audiences GA4 features introduced in Chapter 7 but extends to a more complicated example.

In this scenario, suppose our book publishing company has had some great success using Predictive Audiences and has seen revenue increases as a result, so we now have been invited to put together a budget proposal to explore if more intelligent targeting would benefit the business. To help with this, we have access to an internal CRM database with a large history of purchases along with the customer’s profession given at time of signup. We want to see if we can use this extra data as to improve relevance in the book advertisements they see. The expectation is that if, say, a customer is a doctor they would appreciate ads about medical books and convert more often. Repeating this personalization for many professions, we anticipate an overall increase in conversions and therefore revenue for the publisher.

For this use case, we will create segmentation of our users using the CRM data and then make it available to our GA4 event data as it streams in. We’ll store the data within GCP and join the data using BigQuery; we’ll use Firestore and GTM SS to help merge the data with GA4 events if relevant, and then activate by creating GA4 Audiences for use within the Google Marketing Suite. However, we first, as always, start with the business case to justify the project.

Creating the Business Case

The ...